Gender-specific responses to product descriptions in online retailing: The mediating role of decision certainty

In online retailing, product descriptions play a critical role in shaping consumer perceptions and purchase decisions, especially under the uncertainty of buying without physical inspection. Yet, decision certainty during the online purchase process remains underexplored, and it is unclear how text-based product descriptions should be tailored to different consumer segments. This study examines how functional versus tactile (sensory) descriptions influence decision certainty and purchase intention among male and female consumers. Drawing on signaling theory, dual information processing, and the selectivity model, we propose that product descriptions serve as signals that differentially engage male and female consumers. A conjoint study and an online experiment show that functional descriptions increase decision certainty and purchase intention for male consumers, while females do not exhibit the same effect. These findings highlight gender as a meaningful moderator, reveal the psychological mechanisms activated by product descriptions, and provide practical guidance for audience-targeted communication strategies.